08/04/2022
"Hiring CPG experts is certainly important. However, one thing that you cannot easily manufacture is culture, which in cannabis is arguably more critical to building a long-term brand in than other CPG industries. Cannabis pure-play brands (e.g. Cookies, Stiiizy, Kiva) have spent years building a loyal following by partnering with influencers who understand and embody their culture. So while brands can indeed be manufactured from scratch, it is not a given that MSO brands will be perceived as authentic and embraced by savvy, experienced consumers."
By Erik Ott Until recently, MSO focus has been on acquiring licenses to manage cannabis manufacturing and retail distribution. Now the operators are creating their own brands – but that’s a different skill set, and many don’t have the necessary expertise. In recent years, the largest MSOs have...